Patrik Hildingsson, Vice President Communication & Public Affairs at Swedish Match,
held a presentation about the future for nicotine, and about what it is like to work at a
company selling tobacco today. He emphasized the impact of society and how society views
things that they consider “unnecessary” or “bad”. Patrik claimed that we are living in “the era
of shaming”, and further discussed what consequences that brings for companies in the
industry.

He also touched upon how the tobacco industry has developed in Sweden; what has driven it
forward, but also what has held it back at some points. It was an interesting lecture that
brought up new thoughts and learnings, and ended with some questions from the students.

Wilma Augustsson, Key Account Manager, Swedish Match’s Retail Club